The Luxury Strategy Reviews

Author: Jean-Noel Kapferer
Edition: Second Edition
Publisher: Kogan Page
Binding: Hardcover
ISBN: 0749464917
Price:
You Save: 26%

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector.The Luxury Strategy review. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. 

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods – often very far from the usual marketing strategies – used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successesRead full reviews of The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands.

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Review "[A]ctionable information and advice.Tà If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." -- Roger Dooley, Neurosciencemarketing.comAbout the AuthorJean-No+ël Kapferer is an expert on brand management. His book The New Strategic Brand Management is a key reference work for MBA programs worldwide. TàHe holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris.Tà Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and Ind

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Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like 'mass-luxury,' 'new luxury' and 'hyper luxury' attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of 'The Luxury Strategy' includes more information about digital strategy, globalization, sustainable development and why lux

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author jean noel kapferer author vincent bastien format hardback language english publication year 03 09 2012 subject management business economics industry subject 2 sales marketing themonsterbookshop co uk in titles description add my store to your favorites and receive my email newsletters about new items and special promotions general interest the luxury strategy break the rules of marketing to build luxury brands item details title the luxury strategy break the rules of marketing to build l

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The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion',

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The Luxury Strategy Reviews

New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. 

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods – often very far from the usual marketing strategies – used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes. 

The Luxury Strategy rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.